Do The Khoa

National Tsing Hua University (Taiwan)

I am a fifth-year doctoral candidate in Marketing at National Tsing Hua University, Taiwan and currently a research scholar at the University of Houston, USA. My main research areas lie in services marketing and prosocial behaviors. In services marketing stream, I am particularly focused on service robotics, AI algorithms, and management of frontline employees. In prosocial behavioral change stream, I am interested in anthropomorphism, green marketing, and healthy eating.

My work has been published in Journal of Service Management, The Service Industries Journal, Psychology & Marketing, International Journal of Hospitality Management, and International Journal of Contemporary Hospitality Management. Currently, I am working on my thesis titled “Helping or Hurting: Can Assertive Language for Virtual Agents Help in Online Healthcare?”